Story & photos by Ronald Rey M. de los Reyes
GRIT in reaching goals, building integrity in every situation and harmoniously working together toward a common belief are what Cherub Auto Dealer Inc. (Cadi) has always been known for throughout the years.
And when the late Chairman Emeritus Felix Limcaoco Jr. passed the reins to his son Bingo, the valuable legacy strongly strives to live on, especially as the latter recently opened the Foton Pasong Tamo dealership, together with United Asia Automotive Group Inc. (UAAGI), official distributor of the said Chinese cars in the country.
“This is the first dealership in Metro Manila under our wing,” proudly shared Cadi President Felix “Bingo” Limcaoco III of the newly launched dealership on the busy Pasong Tamo auto row.
“We believe Foton is serving a unique need. It is very affordable, and offers brand-new products for its price range. And the dealership here has a complete service shop and showroom. Customers will love it,” he added.
The 4,000-square meter facility, according to Limcaoco, prides itself with well-trained people, particularly technicians ready to attend to the various mechanical concerns of customers. Aside from an integrated service, parts and sales, they also favorably cater to heavy trucks and lifters, a novel feature since this is rarely, or more often than not, usually unavailable in other service-center brands.
The said hub also plumes upon a new one-of-a-kind brand image, as it flaunts a motif that exudes elegance, yet is still practical, a first among Foton dealerships.
“It’s worth going to and checking out. It signals the brand’s affordability, yet high quality,” elated the dealership head honcho. The dealership is the third for Cadi after Calamba, Laguna and Lipa, Batangas. In total, Foton Philippines already has 22 dealers nationwide.
“We plan to expand and build another one in Cainta by middle of next year,” Cadi Vice President Tey Sornet said.
“Foton is doing a very good job. Imagine, in just 10 years, they are the most successful China brand in the country. Give it three to five more years, and it will become very competitive already,” Sornet added.
Notably present during the inauguration was Trade Undersecretary Rowel Barba, who honored the Chinese carmaker’s worthwhile endeavor.
“This investment is a strong showing of your confidence in the Philippines and the current administration of President Duterte,” he conveyed.
He also expressed that the said venture was in line with the Comprehensive Automotive Resurgence Strategy Program, which the government is actively working on together with key players in the industry.
Also gracing the ceremony, meanwhile, were Foton China representative for Philippine market River Wang and UAAGI President Rommel Sytin.
In his speech, Sytin cited that Foton was just recently regularized as a Chamber of Automotive Manufacturers of the Philippines Inc. member.
“We are now at the radar of the industry, and that means more work for us,” he quipped.
The event program also highlighted the successful induction of the company’s P1.2-billion assembly plant in Clark, Pampanga, early this year.
“From a very small company to the biggest commercial vehicle manufacturer in China, this wouldn’t have been possible without the major players here in the country,” a grateful Wang acknowledged.
Image credits: Ronald Rey M. de los Reyes